受国内外诸多因素的影响,中国实体经济的风险和金融市场风险水平持续提 升,跟实体经济发展密切相关的银行和证券等金融机构也将受到直接的风险冲 击。从当前的证券金融行业发展看,持续变化的市场中金融监管强化在有效排除 了风险的同时，也限制了诸多的金融交易和证券投资业务,而日趋成熟的金融数 字经济变革及新技术的应用悄然地在转变着证券客户的行为和市场竞争的格局。 而不断涌现的新市场竞争者也造成了竞争的加剧,证券行业发展的红利逐步消失, 传统的证券行业经营管理模式已经基本不再适合当前证券投资行业的需求和发 展,寻找新的行业发展战略方向并适时进行转型,深挖内部证券客户资源已经成 为各大券商的普遍共识。在此背景下,作为竞争前沿的海通证券甘肃分公司,为了 适应市场竞争的变化,学习金融行业服务转型的成功经验,以提升高净值客户服 务质量为抓手,作为分公司业务发展的突破口,提升高净值客户服务满意度和忠 诚度。 论文以海通证券甘肃分公司高净值客户服务质量提升为研究主题，在梳理总 结国内外有关服务质量相关理论文献的基础上。首先从总体上介绍目前高净值客 户的服务管理状况，采用数据分析、调查研究、对比分析等方法，调查分析现有 高净值客户服务存在的问题，包括对存量高净值客户、服务员工、管理人员进行 调研；其次借鉴国内金融机构服务管理的优秀经验，通过对比在高端客户服务中 存在的差距，诊断分析海通证券甘肃分公司高净值客户服务质量存在的主要问题 及原因；再次在关键问题分析后，依据评价服务质量的五个维度进行调查分析， 并借鉴私人银行发展的先进经验，有针对性地提出海通证券甘肃分公司高净值客 户服务质量提升方案；最后从管理层、能力培训、制度建设等方面给出服务质量 实施的保障，从而提升高净值客户服务的满意度，实现服务效率提升和利润增长。 本文根据海通证券甘肃分公司的实际情况，提出适合当前经营环境的服务质 量提升方案，研究结论可为提升海通证券甘肃分公司高净值客户服务质量提供研 究支持，也能为国内券商同行提高客户服务质量提供参考借鉴。 关键词:高净值客户服务、服务质量、问题分析、提升方案、实施保障 MBA学位论文作者:田喆海通证券甘肃分公司高净值客户服务质量提升研究 IV RESEARCHONTHEIMPROVEMENTOFSERVICE QUALITYOFHIGH-NET-WORTHCUSTOMEROF GANSUBRANCHOFHAITONGSECURITIES Abstract Affectedbymanyfactorsathomeandabroad,China'srealeconomyrisksand financialmarketrisklevelscontinuetoincrease,andbanksandsecurities,whichare closelyrelatedtothedevelopmentoftherealeconomy,willalsobedirectlyimpacted byrisks.Judgingfromthecurrentdevelopmentofthesecuritiesandfinancialindustry, thestrengtheningoffinancialsupervisioninacontinuouslychangingmarketnotonly effectivelyeliminatesrisks,butalsolimitsmanyfinancialtransactionsandsecurities investmentbusinesses,whiletheincreasinglymaturefinancialdigitaleconomy changesandtheapplicationofnewtechnologiesQuietlychangingthebehaviorof securitiescustomersandthepatternofmarketcompetition,andtheemergenceofnew marketcompetitorshasalsointensifiedcompetition.Thedividendsofthe developmentofthesecuritiesindustryhavegraduallydisappeared.Thetraditional managementandmanagementmodelofthesecuritiesindustryisnolongersuitable. Thecurrentneedsanddevelopmentofthesecuritiesinvestmentindustry,findingnew industrydevelopmentstrategicdirectionsandtransforminginatimelymanner,and digginginternalsecuritiescustomerresourceshavebecomeacommonconsensus amongmajorsecuritiesfirms.Inthiscontext,HaitongSecuritiesGansuBranch, whichisattheforefrontofcompetition,inordertoadapttochangesinmarket competition,learnfromthesuccessfulexperienceofservicetransformationinthe financialindustry,taketheimprovementofhigh-net-worthcustomerserviceasa startingpoint,andserveasabreakthroughforbranchbusinessdevelopment.Improve satisfactionandloyaltyofhighnetworthcustomers. ThethesistakesHaitongSecuritiesGansuBranch'shigh-net-worthcustomer servicequalityimprovementastheresearchtheme,onthebasisofsortingoutand summarizingdomesticandforeignrelevantservicequalityrelatedtheoretical literature.Firstofall,itintroducesthecurrentservicemanagementstatusof high-net-worthcustomers.Itusesdataanalysis,surveyresearch,comparativeanalysis andothermethodstoinvestigateandanalyzetheexistingproblemsofexisting high-net-worthcustomerservices,includinginventoryhigh-net-worthcustomers, MBA学位论文作者:田喆海通证券甘肃分公司高净值客户服务质量提升研究 V serviceemployees,andmanagementConductresearch;secondly,drawonthe excellentexperienceofservicemanagementofdomesticfinancialinstitutions,and analyzeandanalyzethemainproblemsandcausesofhighnetworthcustomerservice qualityofHaitongGansuBranchbycomparingthegapsinhigh-endcustomerservice; Accordingtothefivedimensionsofevaluationservicequality,andbasedonthe advancedexperienceofprivatebankdevelopment,thehigh-net-worthcustomer servicequalityimprovementplanofHaitongGansuBranchwasputforwardina targetedmanner.Provideguaranteesfortheimplementationofservicequality,thereby improvingthesatisfactionofhigh-net-worthcustomerservices,achievingservice efficiencyandprofitgrowth. BasedontheactualsituationofHaitongGansuBranch,thispaperproposesa servicequalityimprovementplanthatissuitableforthecurrentoperating environment.Theresearchconclusionscanprovideresearchsupportforimproving theservicequalityofhighnetworthcustomersofHaitongGansuBranch,andalso providedomesticbrokeragepeerswithimprovedcustomerservicequality. References. KeyWords:Highnetworthcustomerservice,servicequality,problemanalysis, improvementplan,implementationguarantee MBA学位论文作者:田喆海通证券甘肃分公司高净值客户服务质量提升研究 VI 目录 中文摘要..................................................................................................III Abstract....................................................................................................IV 第一章绪论...............................................................................................1 1.1研究背景与意义............................................................................................1 1.1.1研究背景................................................................................................1 1.1.2研究意义................................................................................................3 1.2研究思路与方法............................................................................................4 1.2.1研究思路................................................................................................4 1.2.2研究方法................................................................................................4 1.3研究内容与框架............................................................................................5 1.3.1研究内容.................................................................................................5 1.3.2研究框架................................................................................................5 第二章相关概念及理论综述...................................................................7 2.1证券公司高净值客户的概念界定................................................................7 2.1.1证券公司构成及相关业务....................................................................7 2.1.2高净值客户定义与分类........................................................................8 2.1.3高净值客户服务定义及分类................................................................8 2.2服务管理相关理论........................................................................................9 2.2.1服务及服务质量的概念........................................................................9 2.2.2服务利润链理论..................................................................................10 2.3服务质量相关模型......................................................................................11 2.3.1服务质量的RATER模型......................................................................11 2.3.2服务质量的统一模型..........................................................................11 第三章海通证券甘肃分公司高净值客户服务质量现状分析............13 3.1海通证券甘肃分公司概况..........................................................................13 3.1.1海通证券甘肃分公司介绍..................................................................13 3.1.2经营情况分析......................................................................................14 3.2海通证券甘肃分公司高净值客户服务概况.